Advertising Strategies: Standardization vs Adaptation

|INTRODUCTION |STANDARDIZATION |

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|Advertising makes world go round. In the era of |Some economists argue that the global or standardized advertising theory is based on the assumption that |

|globalization the world market has no boards and |people all over the world are similar regarding for example love, beauty and fear. |

|living in Russia we can by wine from South Africa, |Standardization strategy means: |

|coffee from Brazil and beer from Australia. However |Presentation of a global company; |

|we usually consume only these products that are |Saving costs; |

|advertised well. And here comes the question: even in|Reducing message confusion; |

|the producer country a lot of campaigns fail because |Increasing efficiency. |

|of bad strategies, so how to make a perfect |One of the most effective standardization strategy is used by a network of coffee houses “Starbuck’s” |

|advertising abroad? |working in almost 50 countries. It’s mission statement sounds that way: “Our mission to be a global |

|There are to ways to answer these question, two |company, making a difference in people’s lives” |

|approaches to international advertising...